QVC offers a catch-up TV service where viewers can see programmes on demand. It is also possible to search for products on six thematic channels, covering fashion & accessories, beauty & vitality, kitchen & cooking, home & DIY, jewelry & watches and hobby & technology.

“We consider ourselves no longer to be just a pure teleshopping company, but as a multimedia mail order company. QVC uses all major digital distribution channels, television, internet and mobile networks. We bring this together with HbbTV” said Rainer Sura, director of multimedia reach development of QVC Germany. “With our five ‘medatheks’ the viewer can be its own programme director. HbbTV offers an entirely new way of shopping.”

Private broadcaster Vox, part of the German RTL Group, also launches an HbbTV app, mainy aimed at cooking and the kicthen. The channel offers recipes from their various cooking shows under the ‘red button’. Until now, these recipes were only available on the internet.

Regional public broadcaster NDR, based in Hamburg and part of the ARD, has also launched its HbbTV service offering access to the complete NDR Mediathek including regional news magazines and current affairs, as well as documentaries and TV series.

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